Use Symbols to Reinforce Exceptional Customer Service

Use Symbols to Reinforce Exceptional Customer Service by Keith A. Lee

I think symbols are critical for business and personal success. It is just so easy to lose track and get off course. Symbols help us to keep focused and on course.
So at American Retail Supply, one of the most lasting symbols that each new team member gets on their first day are “3 Things to
Remember”:

· Do What You Do So Well That People Can’t Help Telling Others About You
- Walt Disney
· …and then some.
· What Can I Do To Make You Happy?

On their first day at American Retail, each new team member watches an introductory DVD that stresses our customer service philosophy. At the end of the DVD, the new team member is introduced to these “3 Things to Remember”. They are told that if they come to work tomorrow and can tell their supervisor the “3 Things to Remember” they’ll get a $50 Gift Certificate to a local restaurant. This small symbol gets our customer service message through loud and clear on their first day on the job.

Here’s another example of using symbols. In eight different locations around our office we have stenciled in 8 inch high letters,“Do What You Do So Well That People Can’t Help Telling Others About You”.

Since this is a quotation from Walt Disney we also have 30 framed prints from Disney around the office that support “Do What You Do So Well That People Can’t Help Telling Others About You”.

Here’s a personal symbol I stole from my favorite marketing guru Dan Kennedy. It’s an awesome symbol because every day, a few times a day, it reminds me to stay focused and on track. Back your car into its parking place, so every time you start, you start moving forward.

Here’s another symbol we use. We have a lot of reasons for calling you a client rather than customer. None of the reasons are more important than the symbolic reason for this. Every time a team member uses the term “client” it reminds us to treat you like a client and give you the extra service a client should get.

Customers are people who come and go -- clients are long-term. Customers often get just products -- clients get advice, consultation, and extra value. Calling the people who buy from you clients, reminds you to give them extra special customer service.

Here’s another symbol. Post this sign in your lunchroom, by your time clock, in the restroom, in your backroom… wherever it makes sense for you. “When you see, hear or meet a client, all other duties and activities are put on Hold. First, foremost and fanatically… SERVE THE CLIENT!”

So again, whether you use these symbols, or create your own, I encourage you to use symbols to consistently and persistently reinforce your commitment to Make-You-Happy Customer Service.

Here’s an incredibly simple symbol that costs almost nothing, reinforces your customer service philosophy with your team members, reinforces your customer service philosophy with your clients, and keeps your restroom clean.

Print up the following on colored paper, laminate it, and put it on the mirror in your bathroom:
“The next person using this sink may be the person who determines the amount of your next raise… Our Client. Please show her the pride you have in serving her by
leaving this restroom spotless.

With another color of paper we write this message:
“The next person using this sink may be the person who pays for your next vacation… Our Client. Please show her the pride you have in serving her by leaving this restroom spotless.”

With another color we say:
“The next person using this sink may be the person who pays for your car… Our Client. Please show her the pride you have in serving her by leaving this restroom spotless.”

You get the idea. You can go on and on. Then every few days, change the message and move the small sign to another spot on the mirror. The reason we change the saying and move the sign is to get people’s attention. If you don’t, pretty soon no one even sees it any more.

So, with this simple little sign you are able to reinforce your customer service philosophy with your team, reinforce your customer service philosophy with your clients, and keep your restroom cleaner.

Keith Lee is the creator of the "Don't Let Your Business Ruin your Life - Yes, You Can Have It All, Make-You-Happy Management System." Keith developed the system in 1991 when he was burnt out from all of the stresses and time issues involved with running his business. The system creates happy customers, happy employees, but most of all gives you back you life. For more information and articles visit http://www.top-performance-teams.com

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